value of business events to australia · value of business events: the direct industry expenditure...
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Reliance Restricted
30 March 2020
FY 2019 High-level update
Value of Business Events to
Australia
Business Events Council of Australia (BECA)
BECA: Value of Business Events to Australia – FY19 high-level update | Page 2
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Dashboard
Table of contents
A member firm of Ernst & Young Global Limited
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Value of Business Events to Australia: FY19 high-level updateSection 1
Page 4
Approach and key assumptionsSection 2
Page 7
Appendix
Section 3
Page 11
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1Value of Business Events to Australia: FY19 high-level update
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Based on general industry growth assumptions, the value of the business
events industry has grown by c. 30% since FY14, directly contributing $35.7
billion to the Australian economy in FY19
1 Value of Business Events to Australia: FY19 high-level update
FY19 high level update of EY’s 2015 report
on the value of the business events industry in Australia
43.7million 484,000An estimated 43.7 million people attended a
business event in Australia in FY19 compared to
37 million in FY14.
Approximately 484,000 business events
(meetings/ conventions, exhibitions and incentive
events) were stage in Australia in FY19
$35.7billion 229,000Value of business events: The direct industry
expenditure is estimated to have increased by
over $7.7 billion, from $28.0 billion in FY14 to
$35.7 billion in FY19.
An estimated 229,000 people are directly
employed by the business events industry in
FY19.
$17.2billion $11.1billion
Value of business events: The direct industry
value added generated by business events
increased by $3.7 billion, from $13.5 billion
(FY14) to $17.2 billion (FY19).
Based on the average wage in the business
events industry (source: ABS) , the estimated
annual expenditure on wages for FY19 for the
above mentioned industry direct employment is
approximately $11.1 billion.
FY19 high level update:
EY has provided a high level update of the key
metrics contained in our 2015 EY BECA Report
on the value of business events in Australia. This
high level update is based on basic economic and
industry growth data (ABS and Tourism Research
Australia Visitor Surveys). The key outputs from
this update are:
1. 43.7 million people attended business events
in Australia in FY19
2. The number of business events in Australia
increased from 412,000 (FY14) to
approximately c. 484,000 (FY19)
3. The direct industry contribution generated by
business events in Australia increased by
$7.7 billion from $28.0 billion (FY14) $35.7
billion in FY19
4. The direct industry value added generated by
business events increased by $3.7 billion,
from $13.5 billion (FY14) to
$17.2 billion (FY19)
5. The business events industry in FY19 is
supporting an additional c.49,000 jobs (229k
in FY19 compare to 179k in FY14).
6. The business events industry wages equated
to approximately $11.1 billion in FY19
Direct contribution
Direct value added
Attendance Number of business events
Direct employment
Direct wages
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Meetings and
conventions$9.1b83%
Exhibitions
$1.3b12%
Incentives$0.6b5%
Meetings and conventions are by far the largest component of the business
events industry by volume and value
1 Value of Business Events to Australia: FY19 high-level update
Key metrics by event type
► Meetings and conventions continue to be the
largest component of the business events
industry in Australia by total size and
expenditure
► Exhibitions are by far the largest event type on
a per event basis in terms of average direct
expenditure and attendances per event
► Incentive events generate the largest average
direct expenditure per attendee
Value of business events by sector for FY19
Key industry metricMeetings &
conventionsExhibitions Incentives Total
Number of business events 459,759 2,536 22,087 484,382
Number of attendees: delegates/exhibitiors/visitors (millions) 31.1m 11.1m 1.5m 43.7m
Direct expenditure ($ billions) $29.6b $4.0b $2.2b $35.7b
Direct expenditure per event (c. $) $64,000 $1,560,000 $98,000 $74,000
Direct expenditure per attendee (c. $) $950 $360 $1,420 $820
Direct value added ($ billions) $14.4b $1.9b $0.9b $17.2b
Total estimated direct annual wages expense ($billions) $9.1b $1.3b $0.6b $11.1b
Direct employment (c. jobs, rounded) 188,000 28,000 13,000 229,000
$35.7 billion direct contribution of the
business events industry – by event type
Meetings and
conventions$29.6b83%
Exhibitions$4.0b11%
Incentives$2.2b6%
$11.1 billion direct annual wages contribution of
the business events industry – by event type
Numbers may not equate exactly due to rounding
Meetings and
conventions31.1m71%
Exhibitions11.1m25%
Incentives1.5m4%
43.7 million annual attendances at business
events in Australia – by event type
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2Approach and key assumptions
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Reporting
► Prepared a draft summary report of key
metrics for review and feedback by
BECA
► Incorporated feedback into final report
Extrapolation of key metrics and
growth rates
► Using the key metrics agreed in step 1,
applied relevant industry growth rates
► Where applicable industry growth rates
were not available, key relationships
between the outputs from the 2015 EY
BECA Report were held constant
Desktop research on applicable
industry growth rates
► Used sources such as ABS and
Tourism Research Australia to develop
applicable growth rates
► Searched of applicable industry data
Agree on key metrics to be updatedThe following key metrics / outputs for the
business events industry in Australia are
measured as part of this high-level update
(in total and by event type):
► Number of attendees
► Number of events (total & by event type)
► Direct contribution
► Direct value added
► Employment (no. of FTE jobs)
► Wages expenses component of direct
contribution
4321
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2 Approach and key assumptions
Background
In 2014, Ernst & Young (EY) was engaged by the Business Events Council of Australia (BECA) to estimate the value of business events to the Australian economy. The report (2015 EY BECA Report) highlighted the importance of the business events industry to Australia, by estimating the economic contribution, value add and employment of the industry for the financial year 2014 (FY14). It also estimated other key measures, such as the number of business events, participants, and venues across Australia.
Approach to this high-level update
Given the time and resources required to undertake a full update of the value of the business events industry, an alternate low resource intensive approach has been developed in consultation with BECA. This approach, which is adopted for this FY19 high-level update, involves the development and application of various growth rates to the key outputs from the 2015 EY BECA Report. In the absence of available data to establish growth rates for certain outputs, key relationships between the outputs from the 2015 EY BECA Report were held constant.
For example, while updated data on business trip visitation was available from Tourism Research Australia to establish estimate growth in business event attendances, updated information on the number of business events staged in Australia in FY19 was not available. As such, the average number of attendees per business event type from the 2015 EY BECA Report was used to update the estimated number of business events by applying this average to the updated attendance estimates. A summary of our approach is provided below, with key assumptions provided over the page.
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Key assumptions and calculations
2 Approach and key assumptions
Key industry metric Total Notes
Number of business events 484,382 (1)
Number of attendees: delegates/exhibitiors/visitors (millions) 43.7m (2)
Direct expenditure ($ billions) $35.7b (3)
Direct value added ($ billions) $17.2b (4)
Direct employment (c. FTE jobs, rounded) 228,596 (5)
Total estimated direct annual wages expense ($billions) $11.1b (6)
Notes: Summary of assumptions
(1) Based on the average growth in attendee numbers as per assumption (2), assuming the average attendee numbers per event remain consistent with the 2015 EY BECA Report
on the Value of Business Events to Australia.
(2) Given the limited updated data available specific to the business events industry, we have assumed the following growth rates for attendaces at business events in Australia for
FY19:
Attendee origin Growth rate EY basis for assumption
Local 8.0% Based on Australian population growth (ABS) 2014 to 2019 (FY)
National 61.6% Based on Tourism Research Australia's National Visitor Survey visitor growth 2014 to 2019 - business as primary purpose of travel
International 19.0% Based on Tourism Research Australia's International Visitor Survey visitor growth 2014 to 2019 - business as primary purpose of travel
Average 17.6% Average growth rate applied to number of events, keeping the average number of delegates per event consistent with the 2015 EY BECA Report
(3) Total attendee numbers multiplied by the average spend per attendee per trip from the 2015 EY BECA report. The average spend per trip per attendee has been inflated by CPI
June 2014 to June 2019, which equates to an increase of 8.4%.
(4) Based on the ratio of direct expenditure to direct value add from the 2015 EY BECA Report. The direct value add multipliers from the 2015 EY BECA Report were extracted
from the 2014 Tourism Satellite Accounts.
(5) Based on the ratio of direct expenditure to number of direct jobs from the 2015 EY BECA Report. The direct employment multipliers from the 2015 EY BECA Report were
extracted from the 2014 Tourism Satellite Accounts.
(6) Based on number of jobs as per (5) multiplied by average annual salaries for tourism based industries from the ABS wage data.
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Key assumptions and calculations
2 Approach and key assumptions
Summary of FY19 high-level update calculations
No. venues No. events No. attendeesAverage $ per
delegate per trip *
Total spend
($B)
No. attendees
per eventEY Comment on Growth Factor
2015 EY BECA Report (FY14) 942 412,004 37,153,894 $754.73 $28.04 90.18 No. venues - no updated data to assess
Growth factor 0 new venues 17.6% 8.40%
No. events - based on average growth of attendee
numbers, therefore keeping no. of attendees per event
constant
FY19 estimate 942 484,382 43,680,865 $818.16 $35.74 90.18No. delegates - refer below. $ per attendee - based on
CPI growth
* Note as this is an average in also incorporates event organiser spend 27.4%
Business events attendances growth rate calculations
Origin of attendee <100 delegates >100 delegates Total attendees Total Growth rateFY19 updated
estimateEY Comment on Growth Factor
Local 9,049,331 20,357,581 29,406,912 79% 8.0% 31,752,384 Based on Australian population growth (ABS)
National 2,128,856 4,237,911 6,366,767 17% 61.6% 10,285,913Based on NVS visitor growth - business as primary
travel purpose
International 323,161 1,057,054 1,380,215 4% 19.0% 1,642,567Based on IVS visitor growth - business as primary travel
purpose
Total 11,501,348 25,652,546 37,153,894 100.0% 17.6% 43,680,865
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Note and Disclaimer
3 Appendix
Notice and Disclaimer
In 2014, Ernst & Young (EY) was engaged by the Business Events Council of Australia (BECA) to estimate the value of business events to the Australian economy. The report (2015
EY BECA Report) highlighted the importance of the business events industry to Australia, by estimating the economic contribution, value add and employment of the industry in
2013-14. In March 2020, EY was engaged on the instructions of Business Events Council of Australia (BECA) to provide a high-level update of the key metrics contained in the 2015
EY BECA Report for the Financial Year 2019 (FY19), in accordance with the signed Service Agreement dated 23 March 2020.
The results of EY’s work, including the assumptions and qualifications made in preparing the Report, are set out in this report dated 20 March 2020 (“Report”). The Report should be
read in its entirety including the transmittal letter, the applicable scope of the work and any limitations. A reference to the Report includes any part of the Report. Our work relating to
this report commenced on 23 March 2020 and was completed on 30 March 2020. Therefore, our Report does not take account of events or circumstances arising after 30 March
2020 and we have no responsibility to update the Report for such events or circumstances.
EY has prepared the Report for the benefit of BECA and has considered only the interests of BECA. EY has not been engaged to act, and has not acted, as advisor to any other
party. Accordingly, EY makes no representations as to the appropriateness, accuracy or completeness of the Report for any other party's purposes.
No reliance may be placed upon the Report or any of its contents by any party other than BECA (“Third Parties”). Any Third Party receiving a copy of the Report must make and rely
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Basis of our work and limitations
The information contained in this Report is based on the 2015 EY BECA Report and uses publicly available data to support assumptions developed to update the key outputs
contained in that report for FY19. We have not independently verified, or accepted any responsibility or liability for independently verifying, any such information nor do we make any
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Note and Disclaimer
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EY contact for our report on the Value of Business Events in Australia
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